The germs you bring into your house on balls, books and “stuff the kids found” is an unsettling thought. Host/Havas has realised the power of the germs you don’t think about, to make Pine O’Clean stand out in a traditionally low[interest category for a brand that hasn’t been on TV for a while.

Jon Austin, executive creative director, Host/Havas, noted, “Not all germs are created equal. There’s something much grosser about a stranger’s germs than our own. I once witnessed my son crawl under the seats at an airport and come out chewing gum. We’re hoping this campaign elicits the same reaction that I felt after seeing that.”

https://youtu.be/shQS8PCTa-4

Arnaud Sudre, marketing director, Reckitt Benckiser, commented,  “Pine-O-Cleen has been helping Aussies clean and disinfect their homes since its creation in Melbourne in 1939, a real Australian icon! This new campaign perfectly captures the brand’s Australian heritage as well as its core disinfection promise. It completes a full brand relaunch which also includes innovative products from surface sprays infused with natural ingredients like essential oils, vinegar or baking soda, and disinfecting wipes with 100% natural fibres.”

https://youtu.be/cL1KCCD9NLk

Credits:

Agency: Host/Havas Sydney

Executive Creative Director: Jon Austin
Creative Director: Josie Burns
Art Director: Fernanda Gil-Pier
Copywriter: Joe Ranallo
Production Director: Alistair Ferrier
Managing Partner: Naren Sanghrajka
Senior Strategist: Will Moore
Account Director: Adam Blaynee
Account Manager: Robert Barker

Production Company: Rabbit Content
Director: Craig Rasmus
Producer: Rita Gagliardi
Editor: Lucas Baynes @ ARC Edit
Post-production & VFX: Alt.VFX
Audio: Song Zu
Casting: Peta Einberg